The architectural firm FaseModus carried out a new concept retail project for Caleffi single-brand shops, the well-known Italian company that has positioned itself as a reference point in the Home Fashion sector since 1962.
The aim was creating a new immersive shopping experience for the visitors by mixing physical and digital aspects.
Stefano Cellerino, co-founder of FaseModus who designed the project together with Ilaria Marelli Design, says:
“Today, the greatest difficulty is bringing the consumer back into a physical shop. So, the logic behind the way products are displayed should change and adapt to new needs. Up to this moment, the majority of the linen shops has had a classic display system based on a strict and repetitive pattern assigning to all products the same importance. Despite having a central position in the point of sale, the bed has always been represented in a “not very dreamy” way, with minimal furniture and support services. Our project breaks the old patterns in favour of a softer and cosier look, in line with home decor.”
FaseModus designed a new display system based on an iconic and recognisable element, the house, which evokes the Casa Caleffi logo and adapts well to irregular spaces. The design furnishings, made of light blue metal rods (the colour of the brand), have a central structure and rounded shelves and they were built using natural materials with neutral colours.
This new display system has functional and flexible dimensions according to the product needs and it also allows adding images of everyday life like real windows in our houses.
Wall display is supported by trolleys, little tables and other cabinets evoking the lines and colours of the display systems; besides adding dynamism to the space, they are useful tools to collect the items on offer and to highlight them in the store. The project also included areas reserved to some categories of products, so that consumers can touch them without having to reach the equipped shelves.
The bed, suspended from the ceiling, is inclined and visible also from outside the point of sale. The underlying platform allows placing the products of the bed collection and optimise the space. Finally, special chandeliers that hung from the ceiling and made of quilt swatches frame the bed.
Great attention has been paid to the windows, which play a fundamental role: the open one, which gives a glimpse of the shop, is like a window on domestic life. The display structure of some windows holds the trend products and a video-monitor describing the house, while others feature a mannequin wearing a bathrobe (or a quilt), like in a fashion shop. Little decorative elements, like pouffes and coffee tables, complete the atmosphere.
The sewing machine in one of the windows invites the clients to benefit from the customization service. The other services too, such as test/order and second life, are well highlighted inside the shop and considered as a distinctive feature, through the use of display totems and curtains, as well as suspended elements catching the visitor’s attention.
Everything is stressed by ad hoc communication, conceived to welcome and direct the visitor towards the different environments. In the point of sale there are also some tablets, useful to have a look at the pictures of the collections, which have been covered by the classic quilt, an original idea that allows clients to touch once more the material.
